case study

Simulmedia Re-engaged Viewers for TV Network's Midseason Return

Simulmedia Re-engaged Viewers for TV Network's Midseason Return

The Challenge

Broadcast Network Needs to Re-engage Viewers After Months-Long Hiatus

A large broadcast network needed to re-engage its program’s viewers after a 3-month mid-season hiatus. The network was also interested in seeing how Simulmedia performed compared to its base plan.

The Solution

Target Past Frequent Viewers to Drive Tune-In to Mid-season Premiere

Simulmedia crafted a custom target of previous viewers of the program to predict their future viewing behavior for a one-day campaign.


Custom Targeting

With 27% of the budget, run a one-day campaign targeting frequent viewers of the program to bring them back to the mid-season premiere.

Prediction

Analyze past viewing data of the client’s target audience and predict the audience’s future viewing behavior to optimize the campaign’s performance.

The Results

Simulmedia Outperformed All Other Networks on the Client’s TV Media Plan

With only 27% of the campaign budget, Simulmedia was responsible for 35% of the program conversions attributable to the campaign.

900 KSimulmedia reached more custom target viewers than any other network on the plan, over 900K of whom were not reached by any other network.
43 %Simulmedia had a 43% lower A25-49 cost per converted viewer (CPCV) than the base plan.
35 %With only 27% of the campaign budget, Simulmedia was responsible for 35% of the program conversions attributable to the campaign.

Future Optimization

Measurement Down to Spot Level

Simulmedia measured the campaign’s performance down to the spot level to further optimize future campaigns. Top-converting spots included promos that ran during:

  • You Gotta Eat Here! on Food Network: 23% conversion rate
  • Snapped on Oxygen: 17% conversion rate
  • Bates Motel on A&E: 16% conversion rate